One of the big challenges in selling advertising as a brand builder is that some respond, “But I don’t have time to build my brand, I need sales now!”
Here is a great study that can make the connection between brand building and immediate sales.
A member survey of the Association of Proposal Management Professionals, yes there really is an association for everything, discovered that when a proposal is accompanied by a strong brand that is consistently presented, it is simply more successful.
Brands sell. Doesn’t every client know this? While they may agree with it intellectually that does not always motivate them to shift dollars from their selling functions (sales staff, CRM solutions) to brand building tools (brand advertising). This study can make the the connection: a better brand consistently presented equals more accepted proposals.
From the study:
"Considering the fact that branding can account for more than 30 percent of the value of a company, protecting the brand by sending a consistent message in presentation materials is critical."
"When prospective clients read proposals, they look for the brand to assure them that the company will stand behind the promises it makes in the proposal and that the quality of products and services specified are backed by the brand."